Brand Marketing Report Structure

Brand Marketing Report Structure

The basics of report writing (academic structure);

• Title page - brand, course name, shu number, word count, full name, declaration
• Contents page - what is in the report
• Abstract/Executive Summary
• Introduction
• Mid-section of the report- deals with the key issues under discussion
• Conclusion - can be slightly repetitive if necessary
• Recommendations (from your report research and findings)
• Bibliography
• Appendices - everything you have looked at but you don’t want in the report (needs to be referenced in main body)

Introduction- overview of what you want to discuss, key points of report, flavour of your findings/research, introduce brand (short and concise).

Conclusion- Summing up research and critical aspects, what you have found - no new ideas (short and concise)

Recommendations- Why does your brand have issues? What if anything are they doing? Where is the brand situated, where do you feel the brand needs to be? How can the brand intervene through its current situation? (market conditions, positioning in the market, consumer perceptions).

Appendix- Can be used to relate any information that connect to your essay context, but would not be put into the actual essay itself e.g. sample survey you constructed, full quotes attaching to a segment of a quite used in your essay.

Guide to academic writing;

• Make sure font is legible 
• Use subheadings and headings
• Use paragraphs and punctuation, check grammar and proof read
• Add visuals to your piece which underpin specific written context you discuss in the report
• Add quotes to support text
• Add page numbers through footer of the document
• Add references regularly through your piece (as to not plagiarise)
• Ensure theres a compare & contrast through the text with a good balance of primary and secondary research

Ideas for structure

Beginning;

• Abstract/Executive Summary
• Intro

Main Body;

• Victorias secret brand
• Findings
• Analysis 
• Current market position
• SWOT
• PEST

Ending;

• Conclusion
• Recommendations
• Bibliography
• Appendices

Writing Report- bare these questions in mind;

• Intended audience?
• Why is report needed?
• What do the audience want to find out?
• What sections does your report need?
• How long should the report be?
• When is the deadline?
• What is the word count?

Writing Styles;

• Factual writing- states the facts of the case exactly as they are
• Descriptive writing- a detailed account of the characteristics of things
• Explanatory writing- makes things clear and gives reasons for them
• Discursive writing- investigates things by reasoning or making a reasoned examination
• Analytical writing- examines complex things to discover how they work

Avoid these phrases and change them, in order to keep word count in check;

• Due to the fact that - because
• On a daily basis - daily
• Of a complex nature - complex
• In a fashion studio situation - in the studio

Voice;

Use passive or active words to avoid using the first person - that is:

‘We’ not ‘I’

Passive (“a concept was selected”) or active (“we selected a concept”) ‘An experiment was conducted’ not ‘I conducted an experiment’.

Pick whichever sounds more natural and be consistent

Tense;

When you are reporting your findings, use the past tense (you are reporting on something that has happened or, describing what you did or found out)

When you are reporting other people’s research, use the present tense (you are relating something that is established knowledge or describing things that were known before you project) 

When you are discussing your findings use the present tense

Other issues to consider;

• Diversity
• Ethics
• Sustainability
• Social media
• Influencer marketing